--- name: founder-brand description: "Founder-led LinkedIn system for B2B founders: drafts posts on the Pillar / Proof / Process / Person rotation from real receipts, plans a 12-week content engine, writes hooks, and scores drafts with a deterministic scorer (no thought-leader voice, engagement bait or AI filler). Drafts only, never posts. Use when the founder asks for a LinkedIn post, founder content, personal brand or content pillars, founder voice, a content plan, or \"score my post\". Not for cold outreach (use cold-email), post-opt-in email (use email-sequence), or landing-page copy (use landing-page)." argument-hint: "[content | engine | critique | hooks | format | status | setup]" allowed-tools: Read Write(./drafts/**) Write(./SOUL.md) Write(./brand-config.json) Grep Glob Bash(python3 ${CLAUDE_PLUGIN_ROOT}/scripts/check_setup.py:*) Bash(python3 ${CLAUDE_PLUGIN_ROOT}/scripts/score_post.py:*) license: MIT models: "" --- # Founder Brand — Founder-Led Social System Compounding content engine for B2B founders. Produces LinkedIn-native posts on a 4-pillar rotation, plans a 12-week content engine, and critiques drafts against the founder-voice rubric (no thought-leader voice, no LinkedIn-influencer cadence, no AI-detection signals). ## Before anything — load the operator > **Scoring something pasted needs no setup.** If the operator handed you a line, post, draft, or file to score, run the scorer on it first and report the result; missing config only means some checks are skipped, so say which. Offer setup afterwards as the next step. Check whether files exist with Read or Glob, not a shell command. Every mode starts here. No exceptions. 1. Read `brand-config.json` and `SOUL.md` from the operator's project folder (the current working directory). Both are shared by every pack in the suite; this pack reads `operator`, `audience`, `pillars`, `cadence`, `business_outcomes`, and its own `SOUL.md` sections. 2. Either missing, or `SOUL.md` still holds `` lines → run the `setup` mode and stop (scoring a pasted post is the exception above). A post without SOUL.md is generic by construction. 3. For state (what's filled, which pillar is next, this week's count), run: ``` python3 ${CLAUDE_PLUGIN_ROOT}/scripts/check_setup.py --dir . ``` Exit 0 = ready; the `Next:` line names the post to draft. Exit 1 = setup incomplete; each gap prints as `- what is wrong → what to change`. ## Modes `$ARGUMENTS` picks the mode. If it names a mode, go straight to it. Empty → `status`. Otherwise match the request to a row. Read the mode file with the Read tool and follow it. | You say / argument | Mode | Mode file | |---|---|---| | *(none)*, `status`, "where do I start" | State, this week's queue, the next step | [modes/status.md](modes/status.md) | | `setup` / `onboarding` / `setup refresh` | First-run setup or quarterly voice refresh | [modes/setup.md](modes/setup.md) | | `content `, "write a LinkedIn post about…" | One post on a pillar, saved to `drafts/` | [modes/content.md](modes/content.md) | | `engine`, "plan my content" | 12-week content plan across all 4 pillars | this file (below) | | `critique `, "score my post" | Score + weakest-line rewrite | [modes/craft.md](modes/craft.md) (Mode C) | | `hooks ` | 5 hook variants, one per archetype | [modes/craft.md](modes/craft.md) (Mode A) | | `format` | Reformat a finished post for skim | [modes/craft.md](modes/craft.md) (Mode B) | Moved in 0.7: the old sub-skills (`founder-brand-kickoff`, `founder-brand-onboarding`, `founder-content`, `linkedin-craft`) are these modes. Type `/founder-brand:founder-brand `. Files: `brand-config.json` and `SOUL.md` at the project root (shared with the suite). Posts go to `drafts/` at the project root, as before; this pack keeps `drafts/` rather than `gtm/` so existing drafts and the weekly count keep working. ## The framework — 4 content pillars Rotate weekly. Don't do all four in one week (overwhelming) or skip a pillar for 4+ weeks (drift). The 4 pillars: | # | Pillar | Job | Example | |---|---|---|---| | 1 | **Pillar** | Big claim / point of view / contrarian take | "We don't run cold email programs that don't anchor on a PSP. Here's why." | | 2 | **Proof** | Case study / specific metric / receipt | "Series-B SaaS — 14 SQLs in 30 days from one PSP rewrite. Here's the breakdown." | | 3 | **Process** | How you actually do the work / SOP / framework | "Our 7-step Pain Signal Profile worksheet, with the 3 places teams get stuck." | | 4 | **Person** | The human behind the work — story, stake, reason you care | "I shipped 3 outbound programs that failed before I figured out the PSP layer." | The examples are Jay Mount Consulting's. The operator's pillars come from `brand-config.json` → `pillars..topic_pool`. ## The 5 hook archetypes The first line of any post does one of these jobs. If it doesn't, the post won't pull demand. | # | Hook | Pattern | Example | |---|---|---|---| | 1 | **Contrarian** | "Most teams do X. We do Y instead — here's why." | "Most outbound programs blame the SDRs. The actual issue is upstream." | | 2 | **Specific receipt** | ": . ." | "14 SQLs in 30 days. The lever wasn't the sequence — it was the PSP." | | 3 | **Confession** | "I used to think X. I was wrong. Here's what I learned." | "I used to think cold email volume was the lever. After 3 failed programs, I figured out it wasn't." | | 4 | **Pattern observation** | "I've reviewed N . Here's the one pattern that keeps showing up." | "Reviewed 60 cold email programs this year. One pattern shows up in every program that's hitting." | | 5 | **Question reframe** | "Stop asking . Ask instead." | "Stop asking 'what's our ICP?' Ask 'what just happened publicly that proves we should reach out?'" | ## The voice — what makes it sound like a founder 1. **Specificity over generality.** "14 SQLs in 30 days" beats "great results." 2. **One claim per post.** Stacked claims dilute. 3. **First-person, present-tense, conversational.** "We do X" not "One should consider X." 4. **A real receipt every time.** From the operator's stories reservoir in `SOUL.md`. Never invented. 5. **No engagement-bait closer.** No "What's been your experience?" No "Agree?" No "Thoughts?" 6. **Format for skim.** 1-sentence opener. 1-line body lines. Bullet receipts. White space. ≤200 words. ## Voice anti-patterns (banned) The skill refuses to produce any of these: - "Thought leadership" voice (capital-T thinking, no specifics) - LinkedIn-influencer cadence ("Stop. Read this. Slowly.") - AI-detection signals ("delve into", "navigate the landscape", "in today's fast-paced world") - Hook-as-listicle ("3 things I learned this week" without specifics) - Engagement-bait closers ("What's been your experience?" / "Agree? Disagree?") - Generic gratitude posts (no specifics, "grateful to everyone who...") - Multi-emoji blocks - Hashtag stacks (>3 hashtags) - Network blasts (one post aimed at 10+ networks; one post, one network) - Anything on the operator's `SOUL.md` → "Phrases I refuse" list ## The scorer `scripts/score_post.py` is the single rubric for every mode. Deterministic. No LLM, no network. ``` python3 ${CLAUDE_PLUGIN_ROOT}/scripts/score_post.py --file drafts/.md --soul SOUL.md ``` - 0-100 across 6 axes: hook 20, specificity 20, voice fingerprints 15, anti-patterns 20, format 15, receipt 10. - Banned phrases, engagement bait, refused phrases, and >3 hashtags are **blockers** — exit 1 at any score. - Pass `--network LinkedIn` (or `network`/`networks` in `--stdin` JSON) when the operator names a target. 10+ networks, or "ten-network" / "network blast", is a blocker. Optional; omitted means not checked. - Exit 0 = ship (≥70, no blockers). Exit 1 = rewrite. Exit 2 = bad input. Calibration pair: [a good Proof post](../../examples/proof.good.md) scores 100; [an AI-pattern post](../../examples/proof.bad.md) scores 37 and is blocked. If `cadence.auto_critique_before_post` is true (the default), every draft runs through the scorer before it is shown. Never skip it. ## Workflow ### Mode: content generation Run the [content](modes/content.md) mode. It locks the pillar, the hook, and the receipt, drafts the post, scores it, and saves it to `drafts/`. ### Mode: 12-week engine planning 1. Read the pillar topic pools from `brand-config.json` and the stories reservoir from `SOUL.md`. 2. Plan 12 weeks at `cadence.posts_per_week` (default 4 → 48 posts), in `cadence.rotation_order`. No pillar goes 4+ weeks without a slot. 3. For each slot, give: - Pillar - Hook archetype - Topic (from the operator's pool — never invented) - Receipt it rests on (story from `SOUL.md`, or "needs a receipt") - Drive-to (`business_outcomes.drive_to` / `lead_magnet` / `call_url`) 4. Output as one table per month. Save to `drafts/engine-.md` if the operator asks to keep it. 5. Flag every slot that has no receipt yet. Those are the operator's homework, not the agent's to fill. ### Mode: critique Run the [craft](modes/craft.md) mode, Mode C. Run the scorer first; the score is the scorer's, not a guess. Exit 1 prints every reason as `- what is wrong → what to change`; fix those lines and score again. ## Never - Post to LinkedIn / X. Drafts only — the operator publishes. - Invent a receipt. No story in the reservoir → ask, or mark the line `[hypothetical]`. - Skip the scorer when `auto_critique_before_post` is true. ## Finish every run with the next step End with one `Next:` line. After a post scores exit 0: `Next: /founder-brand:founder-brand status` (mark it published when the founder posts it; status names the next pillar). After setup: the checker's `Next:` line. This is the last pack in the suite; nothing comes after it. ## Works with the suite This is step 10 of the GTM operator suite (`/plugin marketplace add cmj-hub/gtm-operator-skills`). It runs standalone. - **Reads:** `operator`, `audience`, `pillars`, `cadence`, `business_outcomes` from `brand-config.json`; `psp.vocabulary` (the buyer's words for the audience) and `evp.primary` (a Pillar post's claim) if present. - **Writes:** `audience`, `pillars`, `cadence`, `business_outcomes`, and this pack's `SOUL.md` sections. Merge at the field level; never overwrite another pack's keys. - **Before this:** `/gtm:setup` once, when `operator` is empty; psp (`/psp:psp`) and evp (`/evp:evp`), optional, when the posts should use the buyer's words and the outreach line. - **After this:** nothing. The operator publishes the drafts. If a companion pack is not installed, name it and its install line (`/plugin install @gtm-operator-skills`); do not do its job inline. ## References - [SOUL.md template](../../SOUL.md) — the founder-brand voice sections onboarding fills in ## Course This skill is the agent form of the [Founder-Brand Compounding](https://jaymountconsulting.com/learn/courses/founder-brand-compounding) course. The course covers: - 12-week content engine design end-to-end - Per-pillar production cadences - Drive-to-business mechanics (post → lead magnet → call) - Format-by-platform (LinkedIn / X / Threads / podcast / newsletter) - The "compounding" framework — why post #100 is 10x the lever of post #10